基于SEM的消费者网购生鲜农产品意愿影响因素研究

Empirical Study on Influencing Factors of Online Purchase Intention for Fresh Agricultural Products Based on Structural Equation Modeling

生鲜农产品电商具有重要的现实意义。以感知价值理论为基础,以消费者感知价值为中介变量,构建并验证了生鲜农产品网购意愿影响因素的结构方程模型。结合以往文献和线上消费特殊情形,将感知价值细分为情感价值、功能价值和感知成本三个维度,而感知价值的前驱因素分为网络店铺质量、生鲜农产品质量、在线服务质量和价格框架效应四个维度。最后,结合实证结果对结构方程模型进行了修正,该模型解释了各驱动因素对生鲜农产品网购意愿的影响机理。

E-commerce in fresh agricultural products field shows a practical significance. Based on the theory of perceived value, with customer perceived value acting as mediator, this paper proposes and testifies a structural equation model which shows the factors that influence online shopping intention for fresh agricultural products. According to previous literature and the particularity of online consumption, perceived value is subdivided into three dimensions： emotional value, functional value and the perceived cost, while the precursor factors into four： web-store quality, product quality, online service quality and price frame effect. Finally, adjustment is made according to the empirical results of the structural equation model, which may explain the mechanism of the driving factors of online shopping intention for fresh agricultural products.